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Co-branding strategy in cause-related advertising: the fit between brand and cause

Autor
Huertas, R.; Lengler, J.; Consolacion-Segura, Carolina
Tipus d'activitat
Article en revista
Revista
Journal of product and brand management
Data de publicació
2017
Volum
26
Número
2
Pàgina inicial
135
Pàgina final
150
DOI
https://doi.org/10.1108/JPBM-07-2015-0939 Obrir en finestra nova
Repositori
http://hdl.handle.net/2117/107825 Obrir en finestra nova
URL
http://www.emeraldinsight.com/doi/full/10.1108/JPBM-07-2015-0939 Obrir en finestra nova
Resum
Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically. Design/methodology/approach This study includes two stages: a ...
Citació
Huertas, R., Lengler, J., Consolacion-Segura, C. Co-branding strategy in cause-related advertising: the fit between brand and cause. "Journal of product and brand management", 2017, vol. 26, núm. 2, p. 135-150.
Paraules clau
Advertising, Cause-related marketing, Co-branding, Fit between cause and brand, Purchase intention

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